Choice Hotels International, Inc. promoted Sarah Searls to vice president of business and analytic services. Searls will report to Bill Carlson, senior vice president of performance analytics. Under Searls' leadership as senior director of business and analytic services, she and her team have provided the company with critical and valuable information, insight and resources.

Searls has been instrumental in the development of a new media mix modeling tool that helped reallocate the company's media spending to channels that maximize return on investment for the company and its franchise hotel owners. She has also successfully led the development of a new program designed to quantitatively assess the business impact of several corporate initiatives, providing valuable insights on how programs are performing in the marketplace and how they can be optimized for improved performance.

Searls joined Choice in 2009 as the first member of a new enterprise-wide analytics function. She played an integral role in the reorganization of the company's business intelligence group, assuming broader responsibility for the business and analytics services area, becoming the key point of contact for business users in the deployment of business intelligence services and execution of strategic analytic projects. Prior to Choice, Searls spent 10 years with American Online (AOL), most recently as vice president of business intelligence.